Problem Statement
- High Costs per click with SEM (Search Engine Marketing)
- Airline industry a Competitive market with Low margins
Target Goals
- Where do we allocate our marketing budget most efficiently?
- How can we reduce Cost/Click, increase revenue and optimize performance?
- Which search engine delivers the most ROI?
Variables of Interest
- Campaigns
- Impressions
- Click-through
- Cost/Click
- Revenue
- Single-click conversion
- Conversion Rate
Method
- Get familiar with case
- State Key Problems
- Import Data
- Massage Data | Rename NAs
- Descriptive
- Aggregate, Analyze and Visualize
- Summarize Key Findings
Key Findings | Bookings per Publisher
Key Findings | Transaction Costs per Publisher
Key Findings | Transaction Costs per Strategy
Next Steps
- Do branded keywords bring in more revenue?
- Are broad or focused keywords more profitable?
- Can assist keywords help increase conversion rate?